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Makro — Multichannel Marketing Platform for Africa's Leading Retailer
Project Overview
Scalexa delivered the core technology platform powering Makro's digital marketing strategy. The solution unified web, email, and social channels with comprehensive customer profiling, enabling data-driven marketing that drove millions of monthly page views and provided unprecedented insight into customer behaviour across 55,000+ product lines.
Client Context
Makro is a mass-discounting retail brand managed by Massmart, one of Africa's leading retail groups with around 315 stores across 13 countries in sub-Saharan Africa. The company employs more than 5,600 people, offers over 55,000 active product units, and attracts nearly two million customers into its stores each year. Massmart was subsequently acquired by Walmart as part of its strategy to expand its international presence.
The Challenge
Makro recognised an opportunity to drive customer footfall in its physical stores and increase retail sales by leveraging electronic channels more effectively. The retailer needed to invest in enhancing its website to drive awareness of its product range and promotions among its customer base.
- Create a digital platform supporting intelligent, data-driven marketing
- Provide a foundation for future electronic commerce capabilities
- Unify multichannel communication across web, email, and social media
- Enable customer profiling and segmentation for targeted promotions
- Capture customer intent data through wishlist and browsing behaviour
What Scalexa Delivered
Scalexa implemented a comprehensive marketing technology platform as the foundation for Makro's website and electronic channels. The solution was designed to empower the retailer to continuously profile and analyse customers, providing agility to their marketing and sales strategies.
- Integrated web, mobile, social, and email marketing channels
- Comprehensive audience profiling engine with behavioural tracking
- Unified interface for managing all digital channels
- Customer segmentation and targeting capabilities
- Wishlist feature capturing customer intent across 18,000 product listings
- Personalised, relevant communication delivery at scale
Technical Approach
The platform architecture prioritised data unification and real-time customer insights. Detailed user behaviour data across all channels could be used to segment and profile audiences for more impactful communication, increased conversions, and more efficient marketing spend.
- Cross-channel data integration and normalisation
- Real-time behavioural tracking and event capture
- Customer profiling engine with dynamic segmentation
- Scalable infrastructure supporting millions of monthly visitors
- Analytics pipeline for campaign performance measurement
Outcomes
- 4 million monthly page views from 500,000 unique visitors
- Unified management of web, email, and social marketing channels
- Customer intent data captured through wishlist feature across 18,000 products
- Foundation established for future e-commerce expansion
- Unprecedented visibility into customer trends and behaviour
- Data-driven marketing campaigns with improved targeting accuracy
Why It Matters
The Makro platform demonstrated how intelligent data infrastructure can transform retail marketing. By unifying digital channels with comprehensive customer profiling, the solution enabled Makro to drive physical store footfall through digital engagement—a multichannel strategy that remains relevant for retailers today.
Services Behind This Project
The same senior teams that delivered this work: